8 conversion rate optimization tips you need for your B2B website

Whenever a visitor lands on one of your platforms, you have a particular action planned for them. Your social media platforms are bang-on at converting, your emails are getting more clicks than ever, your content strategy is on-point, but why isn’t your website generating leads?

The answer could lie in your website’s conversion rate optimization. If your site isn’t optimized for conversions, getting results will be a struggle.

The best way to deal with this is to build more landing pages. A HubSpot report showed that companies gain 55% more leads when they increase the number of their landing pages from 10 to 15. This means that the more landing pages your website has, the more leads it will generate.

Perform more A/B testing

After you create more landing pages, another great way to optimize your website’s conversion rate is to A/B test the calls to action (CTA) on your landing pages. Neil Patel states that “data, not opinions should influence the testing.”

Improve your content

Serving the right content—be it headlines, buttons, calls to action, taglines, meta data or image description—can be a game changer. Changing even a single word could transform your website. For instance, “Start my free trial” is a more effective CTA than “Start your free trial.”

A website dedicated to building landing pages called Unbounce.com proved this. It split tested a PPC landing page that featured a CTA button. The two version only differed by one word. The old one stated, “Start your 30-day free trial,” whereas the new version said, “Start my 30-day free trial.” During the three-week test, the new button beat the old button’s click-through rate by 90%.

Adding a human element also attracts more consumers. Highrise, a CRM software provider for small businesses, redesigned their product pages and added a picture of a smiling person next to their product descriptions, which increased signups by 102.5%

Produce more qualitative data

B2B decision makers are the epitome of busy bees. The time they have to analyze the value of your products or services before making a purchase is limited. They don’t have time for emotional hodgepodge, so for them, facts are mightier than words. Studies have shown that some organizations have seen conversion rates increase by 50% on their B2B landing pages when they take a more factual approach.

Take your website mobile

We live in a mobile-induced world. Smartphones are everywhere. With the variety of applications and utilities out there ranging from responsive design to voice search technology, there’s no reason not to use mobile to provide a better experience to your visitors.

A good mobile site can double your overall conversion rate. This helped SkinnyTies.com increase mobile revenue by 377.6%. The company studied the market and then went from an outdated desktop website to a website for tablets and then to a smartphone website. They optimized their mobile website for mobile leads, resulting in impressive conversions.